"Your Health in Your Arms"
About the Project:In 2017, on behalf of the NGO "Healthy Choice," the initiative "Your Health in Your Hands" was launched as part of the project "Prevention of Non-communicable Diseases, Promotion of a Healthy Lifestyle, and Support for Healthcare Modernization in the Republic of Belarus" ("BELMED"). This project was funded by the European Union (EU) and implemented by the United Nations Development Programme (UNDP), World Health Organization (WHO), UNICEF, and UNFPA in collaboration with the Ministry of Health of the Republic of Belarus.
The primary goal of the local initiative was the development and implementation of an innovative model for preventing major behavioral risk factors among the residents of the agro-town of Kadino (Mogilev district).
Dates: February to November 2017
Tasks: PR for the project.
Strategy:- An analysis of the target audience (TA) was conducted, and the main criteria for successful promotion, as desired by the client, were identified.
- A timeline of all activities was created, spanning 9 months.
- Tactics and PR campaign tools were determined.
Target Audience of the Project:- People from all over Belarus who are contemplating a healthy lifestyle, want to start forming new habits but are unsure how to do so. Their income level is average or below.
- People residing in the town of Kadino and in the Mogilev district.
PR Goal and Success Criteria:- Increase project recognition among the TA, engage the TA in a healthy lifestyle from all regions of Belarus.
- Highlight the project in the media, securing no less than 20 publications and reports about the project.
- Organize 4 Healthy Lifestyle Festivals in Kadino involving no fewer than 10 partners and 500 guests for each event, with each event being covered by the media, including event announcements and on-site reports.
Tactics:- Contest: To achieve the goal of popularizing the project in regions across Belarus and engaging people in a healthy lifestyle, a decision was made to hold the #myhealthychoice contest. The contest was conducted on Instagram, VKontakte, and Facebook. People were required to share photos on social media depicting their engagement in sports and a healthy lifestyle. Each month, 5 winners were selected in each social network and rewarded with gifts from partners.
- Partnerships: Finding commercial partners who could enhance the initiative's impact.
- Event Organization: To attract the region's youth to the festival, a program was created that portrayed a healthy lifestyle as a fashionable way of life for beautiful people. As part of the project, a multi-series festival called "DO YOUR WORKOUT" was established, which took place in the town of Kadino four times.
Tasks within the Event:a) Organization of a food court.
b) Decorative design (photo zones, decorations, photo booth, branding).
c) Festive program on the stage.
d) Interactive program for guests (entertainment spots).
e) PR for the event, media engagement, and gathering guests at the venue.
Promotion Channels Used:- Media (Minsk and regional, parenting, sports, environmental).
- Sports communities (e.g., "Free Workouts in Minsk," "Free Minsk").
- Partner accounts.
- Parenting communities (e.g., "Children and Parents of Uruchye").
- Accounts of other sports events and projects (e.g., "Street Workout Federation," "Minsk Running Club," "Pasternak Festival").
- Placement of posters and flyers in educational institutions in Mogilev and the Mogilev district.
Challenges:- Location with a population of 1000 people.
- Poor logistics from Mogilev.
- Underdeveloped infrastructure.
- Weak communication channels.
- Low public awareness of healthy lifestyle options.
- All contractors (food court, decoration, printing, entertainers, artists, sound equipment, workshops, photographers, balloons, photo booth, etc.) had to be brought from Minsk and Mogilev.
Results:- A total of 1267 participants from all regions of Belarus took part in the #myhealthychoice contest, receiving their monthly prizes by mail.
- Project partners included: Mobile operator MTS with their social project #myworkouttoday, Hypermarket Green, TM "BONFESTO," the fashionable clothing store RUSHKA, cafe MONKEY FOOD, Belarusian Youth Federation "STREET WORKOUT," and others. The total number of project partners was 15.
- Within the project, a multi-series festival called "DO YOUR WORKOUT" was established, which took place in the town of Kadino four times.
В программе мероприятий были:
- Показательные выступления членов федерации Стрит Воркаут, которые благодаря зрелищным трюкам и красивым внешним видом с первого раза стали лидерами мнения для большинства посетителей фестиваля.
- Проходили любительские соревнования, где каждый гость смог принято участие и получить подарок.
- Проходили творческие мастер-классы для детей и родителей, где можно было научиться делать красивые вещи, игрушки из вторичных материалов, создавать вкусный и полезный завтрак, были проведены открытые тренировки по зумбе, современным танцам, йоге с участием успешных тренеров.
- Был организован экологичный фудкорт
- Была организована интерактивная фотозона.
- Было организовано показательное выступление призера книги рекордов Гиннеса Михаила Вербицкого и ; автограф-сессия со звездой.
Посещаемость мероприятия:
Апрель: более 300 человек
Март: более 500 человек
Июня: более 500 человек
Октябрь: более 400 человек
4) В результате PR кампании о проекте в аг. Кадино вышло более 40 материалов, среди которых:
- 30 пресс релизов и пост релизов в популярных СМИ
- 8 интервью на ТВ
- 6 видео репортажей с места события
- 10 фото репортажей и статей
Ссылки нарепортажи можно посмотреть
здесь:
По видео отчетам и репортажам после завершения проекта и даже через год люди все равно продолжали приходить на воркуют площадку и заниматься на ней.
My work: - PR managment
- Event management